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Fortune 500

Brand Index Methodology

The Morning Consult Brand Index is an indicator of brand strength among consumers. Each Fortune 500 company receives a score based on a ratio of favorable to unfavorable impressions among U.S. adults and its overall favorability. This ensures that a score takes into account how well-liked a company is among people who have an opinion of it without penalizing companies that are not consumer-facing.

Morning Consult polls thousands of adults across the country each week. The surveys are conducted online using large, established online survey vendors. The data is weighted to approximate a nationally representative sample based on age, race/ethnicity, gender, educational attainment, region, annual household income, home ownership status and marital status.

In 2015, General Motors’ most important goal was to distance itself from the ignition switch recall scandal that cast a pall over the historic brand for much of the previous year. It also had a record sales year to boot, with a total profit of $9.7 billion. For 2016, GM will look to continue staking its claim on a still growing U.S. auto market. The company is also inching towards the release of automated cars, a development that could potentially change the game for GM and the auto industry all together within the next decade.